Well Done Deals: Focus on Niche Cataloging
New partnerships help gourmet food purveyor Mackenzie Limited grow its product line and audience reach.
ABOUT MACKENZIE LIMITED
Headquarters: Baltimore
Merchandise: Gourmet food
Annual circ: 500,000
Average order value: $118
Q4 sales: generally account for 75 percent of annual sales
Total housefile: 16,600 for Mackenzie Limited; 15,500 for Ducktrap River (a recent acquisition)
SKUs: 350
Target demographic: mail-order food buyers age 40 and older
Sales channels: catalog 75 percent; e-commerce 25 percent
Commerce management system: Mail Order Manager from Dydacomp
Printer: Arandell
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